402: MANAGEMENT & MARKETING OF BIOTECH. PRODUCTS
(Optional 2)
Unit I: Basics of Marketing
1. Marketing Concepts – Approaches to Marketing-Study Approaches and Functional
Approaches-marketing Process-Functions of Marketing.
2. Marketing Planning-Nature and Process – Contents of Marketing Plan-Analyzing need and
trends in Macro Environment, Economic Environment, Technical Environment, Political
Environment and Socio-cultural Environment.
3. Consumer Behaviour-Factors influencing buyer behaviour-Buyer decision process-
Consumer Psychology-Industrial Buyer behaviour vs. domestic buyer behaviour-Customer
satisfaction Vs. customer delight.
4. Market Segmentation-Bases for market segmentation of consumer goods, industrial goods
and services-targeting and positioning strategies.
5. Market Evaluation and Control-Types, process, obstacles to marketing control-marketing
Ethics.
Unit II: Management Accounting
1. Double Entry Book Keeping-Data entry in the primary and secondary books of accounts-
Preparation of Trial Balance-Rectification of Errors-Final Accounts of Non-Corporate
organizations like Proprietary firms and Partnership Firms-Bank Reconciliation Statement.
2. Cost Accounting – Relationship with financial accounting-elements of Cost-Preparation of
Cost Sheet.
3. Materials Cost-Materials purchasing, receiving, storing issuing including pricing of issues.
4. Labour Cost – Time Keeping and time Booking-Idle Time-Labour Turnover.
5. Overheads-Identifying the overheads with the cost center-Allocation, Appointment and
Absorption-Under Absorption and Over Absorption of Overheads.
Unit III: Materials & Logistics Management
1. Materials Management-Evolution, Scope and Objectives-Interface with other functions.
2. Forecasting-Methods of forecasting-moving Average Method, Regression Analysis,
Exponential Smoothing Method.
3. Inventory-Types of Inventory-Need of Inventory-Costs associated with Inventory-Basic
EOQ Model-EOQ with discounts- Classification of material-ABC Analysis-VED, FSN,
GOLF,SOS- fixing of inventory levels.
4. Material requirement Planning-Master Production Schedule-Bill of Material-Material flow in
MRP.
5. Purchasing Management-Responsibilities of Purchase Department-Purchase Cycle-Relevant
Provisions of state/Central Sales tax Act, Central Excise Act and Import/Export Procedures.
Unit IV: Materials Specialization Logistics and Supply Chain Management
1. Logistics-concept and significance-Distribution Strategies-Customer Service policies and
Integrated Logistics Management.
2. Distribution Network Planning system-Location-Number and size of facilities-Stocking
Policies-Storage and handling capacities.
3. Packaging-Principles, functions and type-Containerization-Concepts-Infrastructure-
Customs Issues-Service Utilization Modes-Rail, Sea and Road.
4. Role of Freight and Insurance in Logistics.
5. Concept of Supply Chain Management and its strategic role in the organization-Intra and
Inter Organization Supply Chain.
Unit V
1. Market Research
2. Impact of Govt. policies on marketing
3. International marketing
5. Consumer laws
Practical Exercises: Appropriate exercises based on theory
References:
1. Pharma management: Smith
2. Establishment of pharmaceutical factory: Aganil
3. Despensing of pharmaceutical students: Cooper and Gunn’s.
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4. The science and practice of pharmacy: Remington
5. The theory and practice of industrial pharmacy: Lachman, Lieberman & Kanig.
6. Sales management: Still, Candiff & Goroni.
7. Marketing channels: Stern & Adel
8. Theory on distribution channel structure: Louis Bucklin.
9. Marketing Management by Philip Kotler
10. Best practices in Biotechnology business development: Yali Friedman, Ph.D., Editor
First Edition, March 2008,
9. Building Biotechnology, Yali Friedman, Ph.D.
Third Edition, August 2008
10. Challenges of 21st Century by Peter Drucker
403: Lab course: Based on exercises in 401 & 402
